Presentation by David Wesson of Evolve Social given at the Naturally Good Expo, Horden Pavillion Sunday 1st May 2016

1. FROM VIRTUAL TO REALITY
Turning fans, followers, clicks and likes into
in-store shoppers
Presented by David Wesson
1st May 2016

2. WHAT I’M GOING TO TALK ABOUT TODAY
#1
The value of
location & in-store
social media
insights
#2
Targeting &
attracting your
customer
audience
#3
Engaging &
converting your
customer audience
in-store

3. • Does social media really convert
into revenue & ROI ?
• What value does your social media
efforts have?
• Is it worth it?
• Am I wasting my time?
• Shouldn’t it be easier ?
BIGGEST CHALLENGES

4. WE ARE PART OF THE SOCIAL MOBILE GENRATION
Activities
• Highlighting fan posts
• Replies & liking posts
• Sharing
Actions
Target engagement of our
audience to drive action.

5. Activities
• Highlighting fan posts
• Replies & liking posts
• Sharing
Actions
Target engagement of our
audience to drive action.
THE NEW MODEL
CONTENT
MATTERS
Visual real-time
world.
Newsfeed is our
creative canvas.
Brand lifestyle
Actions
TARGETTING
MATTERS
Targeting accuracy
Personalised
relevant
messages.
Contextual
s
REACH
MATTERS
Maximse reach through
advertising
to drive better
Results.
Organic + paid activities.
Target organic reach and
paid reach of feasible number
dependent upon the size of
the audience you are
LOCAL IMPACT
MATTERS
local proximity
Not just fans Actions
People, community
Culture
Sources: Unilever Facebook 2016 Playbook & Google mobile Path to Purchase Report.

6. THE RISE OF GEO-SOCIAL DATA
• Social Location Mobile
• The tagging of posts via location
on social media platforms.
• Acts as source of customer
insights and potential
engagement.
• An opportunity for marketers
and brands to respond to and
interact with visitors in real-
time while at their location
• Create more connected
contextual social brand
experiences which can shape the
consumer path to purchase.

7. The value of location & in-store
social media insights#1

8. • Powerful way to
understand conversation
at a hyperlocal level
• Opportunity for brands
to analyse how, where
and when customers are
engaging with brands at
specific locations,
• Examine trends and what
content topics are
promoting the best
engagement and act
upon this information.
SOCIAL LOCAL INSIGHTS

9. MULTI LOCATION RETAILERS — NEIGHBOURHOOD VIEW

10. MANANGING MULTIPLE LOCATIONS

11. 13.3M
INSTAGRAM REACH ACROSS CENTRES.
Combined audience from Instagram posts taken inside
Westfield centres.
(Based on total followers for all posts).
We used Mapkats to conducted an insights review of 4 Westfield centres
during the first 3 weeks of April 2016. The following pages include key data
and analysis from a selection of 5,422 Instagram posts.
WESTFIELD CASE STUDY INSIGHTS
$202,393
EARNED MEDIA VALUE ACROSS CENTRES
IN SAMPLE.
Instagram CPM $8.00.
Instagram CPE $0.25 (Likes) $0.30 (Comments).
WESTFIELD CITY
8,836,203
$113,959
WESTFIELD BONDI JUNCTION
1,972,903
$33,546
WESTFIELD CHATSWOOD
2,183,239
$47,906
WESTFIELD PARRAMATTA
315,069
$6,982
CENTRE INSTAGRAM REACH EST
EARNED MEDIA
CENTRE INSTAGRAM REACH EST
EARNED MEDIA
CENTRE INSTAGRAM REACH EST
EARNED MEDIA
CENTRE INSTAGRAM REACH EST
EARNED MEDIA

12. KEY INFLUENCERS FROM WESTFIELD CENTRES
CHATSWOOD CITY CITY BONDI JCTN.
P’MATTA BONDI JCTN. CHATSWOOD CITY
Name:
sydneyfemaleblogger
Followed_by: 552,000
Post value:
Name:
jamesyammouniofficial
Followed_by: 575,000
Post value:
Name:
ryanogilvy
Followed_by: 187,000
Post value:
Name:
lickyourphone
Followed_by: 78,900
Post value:
Name:
pixiecurtis
Followed_by: 110,000
Post value
Name:
theonlyblondeone
Followed_by: 158,000
Post value
Name:
shiraleecoleman
Followed_by: 223,000
Post value
Name:
taramilktea
Followed_by: 248,000
Post value:
$1,984 $4,416 $4,600 $1,496
$631 $880 $1,264 $1,784

13. Branded user-generated
content created in-store

14. INFLUENCER EXAMPLE
LAUREN BATH
454k followers
Per Post value: $3,632
• Total value Posts: $69,008
(19 posts x post value)
• Value from engagement:
$49,527.70
(198k engagements x CPE
@ $0.25)
Total media value generated
from her posts at the event:
$118,535.70

15. REAL-TIME TARGETED ENGAGMENT
• Engage with your customer target
audience in real-time
• Building a series of brand locations to
drive ongoing audience & product
insights
• Building your own proprietary list.
• Leverage UGC from influencer &
publishing to your own wall as paid
posts.
• Who are your local influencers ?
• What products are they talking about ?
• What events are happening locally ?
• How can I leverage these ?

16. THE POWER OF SOCIAL LOCAL INSIGHTS
It is not enough to understand what is
being said but where it is being said
and armed with this information it is
possible to reach, target, and engage
your audience more effectively.
“
“

17. Targeting & attracting
your customer audience#2

18. TARGETTING YOUR AUDIENCE THROUGH INSTAGRAM AD’S

19. ZONE TARGETING STRATEGY
• Create a number of Zones as part
of your targeting strategy.
• The main types of zones you may
wish to set up are Awareness and
Engagement Zones.
• An awareness zone can be
centered around the catchment
area your retail location or event.
• An Engagement Zone you may
wish to set up geo-targeted
awareness areas in where you can
run a series of Instagram ads.
• These can be localised to each
different awareness area, e.g. you
may set up an event promoting
your business to this audience.

20. STEP 1
Set up a geo
targeted area
over your local
catchment area
STEP 1
* DISPLAY INCLUDES PLANNED MODULES.
sponsor event
area
RUN IN-STORE
‘GEO-TARGETED’
INSTAGRAM SALES ADS
How does it work?
STEP 1 – Create a series of engaging posts to
use over the course of your sale with a
strong call to action letting people when and
how long the sale is on for.
STEP 2 –Set up a geo-targeted area over your
local catchment area to promote your shop
as the perfect destination to pick up a sales
bargain and
Target your audience in the lead up to the
weekend and Thursday evening to let your
audience is on.
STEP 3 - Include a call to action that
highlights selected products that are on sale.
Include a call to action that highlights
selected products that are on sale.
Target your
audience in the
lead up & at key
times.
STEP 2

21. STEP 1
click & drag the
instagram contest
module to your
event location
STEP 1
sponsor event
area
RUN ‘GEO-TARGETED’
INSTAGRAM ADS AT
LOCAL EVENTS.
How does it work?
STEP 1 - connect to your ‘ads manager’ in
Facebook .
STEP 2 - click which ad you want to select
‘drive to website ,promote page, boost
engagement & select the catchment area.
STEP 3 - choose your normal
Facebook/Instagram ads management
parameters such as reach, budget, etc.
STEP 4 - load your Instagram ad and
complete the transaction and your ad will be
displayed to those people in the catchment
area selected.
INSIGHT -YOU DON’T NEED A PHYSICAL
PRESENCE TO TAKE ADVANTAGE
ADS
visitors take a
selfie at the event
to enter the
competition
STEP 2

22. • Set up a geo-targeted area over
your local catchment area to
promote the event at your outlet
as the perfect place to meet with
friends have a glass of wine and
try sample some healthy foods
with one of your local
influencers
• Run ads that promote the event
in the lead up to and on the day
of the event.
• Include a call to action that
includes ‘snap a photo with our
influencer and win a health food
hamper worth $250.
ATTRACTING CUSTOMERS TO YOUR IN-STORE EVENT

23. • Set up a geo-targeted area over your
local catchment area to promote
your retail outlet as the perfect
lunchtime destination.
• Target your audience in the lead-up and
during lunch time.
• Include a call to action to get 10% off
the lunchtime special for Instagram
fans.
• Run ads that promote the event in the
lead up to and on that night.
• Include a call to action that includes
‘book tickets now’ or a photo contest
at the event.
ATTRACTING WALK-IN CUSTOMERS

24. Engaging & converting your
customer audience in-store#3

25. CREATING ENGAGING EXPEREINCE’S
“Building brand affinity is about giving
people what they want and what people
want today from a brand is an experience—
something memorable, something they can
connect with, and share with their friends,
something that makes them feel like more
of a participant and less like a customer.”
“
“

26. STEP 1
click & drag the
instagram contest
module to your
event location
STEP 1
visitors take a
selfie at the event
to enter the
competition
STEP 2* DISPLAY INCLUDES PLANNED MODULES.
sponsor event
area
RUN IN-STORE
‘GEO-TARGETED’
INSTAGRAM CONTESTS
M APKATS
How does it work?
STEP 1 - Use Mapkats to create a 'geo-fenced'
location around your outlet .
STEP 2 - People need to be at that location
when they take their Instagram photo for
their entry to be included in the photo
contest.
STEP 3 - Login to your Mapkats
administration panel to see the Instagram
photos that were taken at that location and
publish the ones you like to your Facebook
page.
STEP 4 - Visitors to your Facebook page can
then like their favourite photos and the most
popular photo wins a prize.
WIN

27. REBEL SPORT WORLD CUP CASE STUDY
Our strategy focussed on helping the brands audience join the fun and excitement of
the world cup and positioning the brand as part of the conversation.
.

28. THE APPROACH
Positioning the
brand as the
home of football
& part of the
conversation .
Igniting our fans
passion to get
them to take
part in the
experience
themselves.
Providing the
opportunity for
our fans to
express their
feelings.
TELLING OUR
STORY
DRIVING
AWARENESS
ENGAGE &
EXCITE
PROMOTING
ADVOCACY
1 2 3 4
Driving product
awareness and
reach of our
campaign through a
series coordinated
activities.

29. TAPPING INTO OUR AUDIENCE’S PASSION!
All the photos were published via our Map Kats platform to Facebook gallery where our
community could vote on their favourites and the four photos with the most likes each
week were chosen as our finalists and a winner selected.

30. LEVERAGING USER-GENERATED CONTENT
All the photos were published via our Map Kats platform to Facebook gallery where our
community could vote on their favourites and the four photos with the most likes each
week were chosen as our finalists and a winner selected.

31. TURNING OUR FANS INTO BRAND ADVOCATES!
The winners of our Daily Prize Draw and Show your Colours contest became brand
advocates and took to social media to show their delight to their own social networks
with a deluge of User generated content and product conversation driving further
reach of our campaign and awareness of Rebel merchandise.

32. THE RESULTS
• 1,300 entries and added
over
• +18.5K fans & followers
• +519% engagement uplift
• 3 million people reached
• Record levels of
merchandise sales across
it’s 200+ retail stores.

33. TACTIC TO BOOST
BRANDED UGC
ON-SITE
• deploy tactile engagement
prompts, e.g. “selfie mural
Frame from local artist
• Include brand tag &
username
• Re post in brand feed.
• “Best photo monthly prize”
• Brand awareness in your
neighborhood.

34. • deploy tactile engagement
prompts, e.g. “selfie Frame”
• maximise branding and call
to action in UGC.
• “Likes” mechanic in Facebook.
• Using UGC from event to
promote next location.
TACTIC TO BOOST
BRANDED UGC
AT EVENT

35. ACTIVITIES
• Regionally targeted
Instagram Ads
• Publish user generated
content from locations
• Real time engagement at
location.
ACTIONS
• Target customers see retail
promotions through
Instagram ads and their
friends content in shared
feeds.
• Increased awareness &
interest via brand advocate
content from instore
experiences.
PROMOTE
PURCHASE
FACILITATE
CONSIDEARTION
ACTIVITIES
• In-store Instagram contest
• Take up Instagram offers
promoted via Instagram.
ACTIONS
• Promote sales by people
trying products.
• In-store user content
promotes advocacy.
ACTIVITIES
• Geo-targeted Instagram
content at location.
• Locally targeted Instagram
ads.
ACTIONS
• People drawn to promotion
at location .
• Awareness of in-store offers
from localised Instagram ads
INCREASE
AWARENESS
USER GENERATED CONTENT
THE CUSTOMER PATH TO PURCHASE
AMPLIFY
customer
retail
experiences
1.TARGETED
REACH
2. ON-SITE
ENGAGEMENT
3. ON-SITE
CONVERSION
Customers share their retail
experiences

36. THE WRAP
• An opportunity for marketers
and brands to respond to and
interact with visitors in real-
time while at their location
• Create more connected
contextual social brand
experiences which can shape the
consumer path to purchase.
• Don’t underestimate the power of
social sharing and UGC
• Quite simply authentic content
created by raving fans is the best
type of advertising any brand can
get!
• Create the right environment-be
visible but give people some thing
to talk about

37. YOUR CHALLENGE !
• We call this new category social
location marketing and see it as
the next wave of opportunity for
brands and marketers alike to fully
leverage the data from the social
cloud.
• So the challenge today for brands
marketing to the social mobile
generation is to be more creative
and combine it with technology to
turn your target audience on social
media into customers.

38. THE TOOLS YOU NEED IN ONE PLATFORM
IN-STORE SOCIAL ANALYTICS
✓ Gather social media insights
created by shoppers in your stores.
✓ Analyse the customer
conversation occurring in-store.
✓ Calculate the media value of user
generated content created in-
store.
✓ Identify key social media
performance indicators in your
stores including reach,
engagement and media value.
IN-STORE INSTAGRAM
PROMOTIONS
✓ Define your in-store contest
locations to promote more foot
traffic.
✓ Filter entries by location to
manage multiple store promotions.
✓ Set your promotion period to run
during key periods to boost traffic
and maximise customer
engagement.
IN-STORE INFLUENCER
MARKETING
✓ Discover key influencers at your
locations and engage with them
directly using the Mapkats Instagram
comments tool.
✓ Create contact lists based on shop
locations, preferred brands and
lifestyles of your key influencers.
✓ Calculate media value of key
influencer posts based on reach and
engagement.
PUBLISHING USER GENERATED
CONTENT
✓ Review Instagram pictures taken in
your stores, filtered by date and
locations and publish to Facebook,
websites and media walls.
✓ Measure engagement of your
Instagram and Facebook posts to
promote high performing content in
your Facebook wall.
✓ Syndicate published Instagram
content to partner Facebook pages and
websites, with logo watermarking.
MAPKATS
WWW.MAPKATS.COM

39. www.evolvesocial.com.au
david@evolvesocial.com.au
@wess
@evolvesocialau